Beacon Healthcare Communications: 2019
Beacon Healthcare Communications
135 Route 202-206
Bedminster, NJ 07921
Account wins 1
Active business clients 8
Brands by 2018 sales
Brand-product accounts held 11
Managed markets 15%
Change is in the air at Beacon. “With a new logo, a new agency promotion campaign, a renewed focus on data, and new offices, Beacon has a bright new outlook on the year ahead,” agency management says.
In 2018, Beacon successfully helped launch Lucemyra, a new treatment for opioid withdrawal syndrome (OWS). “The opioid crisis has gripped the U.S., devastating families and communities,” agency executives say. “Working with our client partners at US WorldMeds and Salix Pharmaceuticals, Beacon developed a disease awareness campaign that highlighted the condition, educating healthcare professionals about OWS and informing them about US WorldMeds efforts in this area.”
Later in the year, Beacon created the campaign for the Lucemyra brand launch, fulfilling the promise that was set up in the disease awareness work. “The US WorldMeds/Beacon partnership continues to flourish as a model of collaboration and teamwork between the two companies,” Beacon execs say.
The agency’s partnership with Hema Biologics also continues in the hematology space, as Beacon prepares for the launch of a new product later this year. “Our focus on smaller to mid-sized manufacturers continues to bear fruit,” says Beacon General Manager Larry Lannino. “We’ve found that it’s a natural fit for us, especially as these types of companies share a similar passion for finding the differentiating story in their data.”
According to agency leaders, that focus on data continues to drive Beacon’s work and has led to some new branding work for Beacon itself. “We sharpened our story to make it clearer to clients about how we distinguish ourselves from other similar-sized agencies,” Lannino says.
“Our new Beacon campaign focuses on the client-agency partnership that starts with a deep dive into a product’s data to find the real brand story,” says Executive Creative Director Bill Werbaneth. “Facts and figures are great, but our goal for the brands we work on is to make the clinical compelling.”
The agency has updated its logo to coincide with the new campaign. “We’ve modernized the look, keeping elements of the original logo while freshening it up,” Werbaneth says.
The new look is a perfect fit with Beacon’s new office space. “It was a pretty easy move, too,” Lannino says. “We’re right across the hall. We had an offer to move into a more modern space that better reflects our personality, so we jumped at the opportunity.” Beacon’s mailing address and phone number remain the same.
“As part of our new campaign, we’ve launched an updated news section on our website, which we’re calling #BeaconLife,” Lannino adds. “It’s not just to showcase the great work we do with our clients, but it also lets us put a spotlight on the cool things our staff do that bring something special to the agency.” This and more can be seen on the agency’s recently revamped website, at beaconhc.com.
STRUCTURE AND SERVICES
Beacon is a specialty pharmaceutical agency that offers a range of communication services across professional, patient, and payer audiences. The types of services offered depend on the client’s needs. “We have clients where we work on professional and payer efforts, and other ones where we’re concentrated on consumer and CRM initiatives for both consumers and physicians. So, it really depends on what the immediate needs for the brand are,” Lannino says.
Beacon’s new business target strategy remains consistent with recent years with continued focus on smaller to medium-sized clients. “We have a more strategically focused new business process and more people involved in generating new business,” agency executives explain.
Beacon has been a long-time supporter of breast cancer awareness, including fundraisers and participation in local walks to raise money for research into the condition, according to agency management. The Beacon team has always had strong participation rates for its philanthropic efforts, which continue throughout the year.